Preference heterogeneity and coorientation as determinants of perceived informational influence
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2018, Journal of Destination Marketing and ManagementCitation Excerpt :For instance, when three consumers buy and use the same cosmetics, all of their evaluations may be different (e.g. great, good, and bad). The wide variation arises from different criteria, such as color, price, and size, that they use in evaluating the quality of cosmetics (Price, Feick, & Higie, 1989). Accordingly, preference heterogeneity of cosmetics is high.
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2015, Journal of Retailing and Consumer ServicesCitation Excerpt :Consumers often turn to others who are similar to them for advice when making purchase decisions (Bither and Wright, 1977). In addition, informational reference group influence is greater among co-oriented referents (Kelman 1961, Price et al., 1989). Higher degrees of similarity lead to a convergence of opinion, while dissimilarity changes a persons׳ opinion away from the advocated position (Berscheid, 1966).
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2014, Journal of Consumer PsychologyCitation Excerpt :Thus, consumer skepticism regarding the truthfulness of information is pervasive, substantially contributing to decision difficulty. To alleviate concerns over the reliability of information sources, consumers often seek advice from people perceived to be similar on relevant social or demographic characteristics (Brown & Reingen, 1987; Gino, Shang, & Croson, 2009; Price, Feick, & Higie, 1989), even displaying an egocentric bias and inferring that ambiguous information sources have similar tastes to their own (Naylor, Lamberton, & Norton, 2011). Review sites also enable consumers to inspect a reviewer’s database of past reviews to assess their overall past agreement rate with the advisor.
Word-of-mouth and the forecasting of consumption enjoyment
2013, Journal of Consumer PsychologyCitation Excerpt :On the other hand, consumers (and marketers) often do know whether liking of a product varies at the aggregate level. Such knowledge is captured by the notion of preference heterogeneity, i.e., the extent to which preferences for a specific product or service vary within a population (Fieck & Higie, 1992; Gershoff & West, 1998; Price et al., 1989). In terms of a preference map, products with highly heterogeneous preferences (e.g., restaurants, nightclubs, paintings) are represented by a diffuse set of ideal points, while products with more homogenous preferences (e.g., mechanics, desk lamps, dry cleaners) are represented by a tightly clustered set of ideal points.
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